Page 151 - E1 Integrated Workbook STUDENT 2018
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The market planning process and the marketing mix
2.2 Targeting
Targeting is the process of selecting the most lucrative market
segment(s) for marketing the product.
Choices include:
Specialises in one or two of the identified
1. Concentrated (or niche/
target) marketing markets only.
2. Differentiated (or The organisation makes several products,
segmented) marketing each aimed at a separate target market.
3. Undifferentiated (or The delivery of a single product to the mass
mass) marketing market.
2.3 Positioning
Positioning involves the formulation of a definitive marketing
strategy around which the product would be marketed to the target
audience.
The Ansoff Matrix
Existing products New products
Existing Market Product
markets penetration development
Market
New markets development Diversification
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